Posting Is NOT a Marketing Strategy:
Digital Sales Lessons For Entrepreneurs
Highlights
- Practical ways to move beyond posting and grow your business online
- How to build trust and systems for consistent digital sales
- Tips to sell with empathy and build relationships that customers value
Have you ever bought food, clothes, or even household items through WhatsApp or Instagram? Buying from someone hundreds of miles away is now an everyday reality across Africa. Small businesses are scaling beyond their towns and borders without opening a physical store. This is the power of e-commerce. Across Africa, digital platforms have revolutionized the way businesses grow, breaking down geographical barriers, reducing costs, and offering entrepreneurs real-time insights into customer behavior. According to Tremhost, Africa’s e-commerce market was valued at $29 billion in 2024 and is projected to soar to $75 billion by the end of 2025. For entrepreneurs who dare to embrace it, the digital marketplace is the ultimate growth engine.
For women founders, this is not just a business trend, but a chance to level the playing field and compete on a global stage. One female founder who perfectly illustrates this transformation is Dr. Muinat Moninuola Bello, AWEC Cohort 5 alumna and CEO of Almuzairien Ventures in Nigeria.
From Frustration to Business Opportunity
Dr. Bello’s entrepreneurial journey began with a simple but personal pain point. Having grown up in Southern Nigeria, palm oil was a staple in her diet. But after relocating to Maiduguri in the Northeast, she found herself frustrated by the lack of pure, unadulterated palm oil in local markets.
“I was tired of leaving markets empty-handed and relying on family to send palm oil. Then I realized, ‘if it’s this hard for me, others face the same struggle’. That’s when the business idea was born.”
In 2019, she started small, selling a 25-litre jerrycan of palm oil. The profit margins surpassed her expectations, quickly sparking a bigger vision. If one can bring returns, what would 1000 jerrycans do? That question marked the birth of Almuzairien Ventures.
Discovering Digital Marketing through AWEC
For the first few years, Dr. Bello’s business was traditional, offline, and relied on word-of-mouth and credit-based sales. But when she joined AWEC, her perspective changed.
“Before AWEC, I wasn’t selling online. I didn’t even understand much about e-commerce. I would see people post products online, but didn’t know how it worked.”
Her turning point came during an AWEC Marketing to Your Customers Live Session with Seanice Lojede, Founder and Group CEO of Blu Flamingo Digital Africa. When she ran a live demo analysis on a Fellow’s business (Mercy Barasa), Dr. Bello began to analyze her own. She realized the gaps and saw the need to act immediately. She engaged Mercy to study from her experience.
After learning from Mercy and the AWEC case studies, she noticed the strong demand for cowpeas in the South and decided to launch her beans business entirely online in November 2022. As she explored this market, she soon saw an even bigger opportunity: palm oil was abundant in the South but scarce in the North, while beans were plentiful in the North but in high demand in the South. By moving palm oil north and beans south, she created a profitable trade cycle, selling both products mostly online and reaching untapped markets.
“Without social media, selling from North to South wouldn’t have been possible. Before, there was no network to confirm payments or even make calls. Digital tools removed that stress and made everything easier.”
How Digital Marketing Transforms Businesses
When Dr. Bello took her businesses online, her AWEC sisterhood community became her first market. Encouraged by their support, she created a WhatsApp group dedicated to orders. Within three days, dozens had joined. “My first ten clients were AWEC sisters.”
By November 2022, she had sold 35 bags of cowpeas. In December, that number soared to 161 bags. One of her biggest lessons from this shift is the difference in customer behavior: offline buyers often delayed payments, while online customers paid before delivery. This not only reduced her stress but also gave her more financial control.
“E-commerce opened doors I never knew existed. It taught me that as women, we are not limited by where we live or the resources around us. If you can put your business online, your market is no longer just your neighborhood. It is the world.”
She also expanded into peeled beans, tapping into Nigeria’s love for akara and moi moi. By diversifying her product line and leveraging digital platforms, Dr. Bello built a stronger, more sustainable business.
How to Find Customers Online
Your business begins and grows with your audience.
The people you serve are the foundation of your success, so you need to know where they are and meet them there. Focus on the platforms your audience actually uses, not just the ones that feel convenient to you.
“From the start, I was intentional. Every post had a purpose to attract, communicate with, and retain customers. That approach led to the creation of my WhatsApp group. Each time I posted on Facebook, I shared a link, and people joined. Over time, the WhatsApp group grew into my online shop.”
When Dr. Bello first began exploring Facebook groups to promote her products, she realized that each group had its own rules. Many didn’t allow posts with links, but she found a smart workaround.
“I always write content that speaks to what the group members are expecting. Once my post is approved, I go back and reply with the link to my WhatsApp group. That way, interested people can click and join without my post being rejected.”
The approach worked. Some customers joined her WhatsApp group through the posts. “After they buy from me, I add them to the group to make future purchases easier and to connect with others.”
Over time, this built momentum. With nearly 400 members now in her WhatsApp community, at least half are regular buyers. Some even started their own businesses after joining, with Dr. Bello mentoring them along the way.
"Over time, the WhatsApp group grew into my online shop."
Why Digital Selling Works
Moving her business online transformed how she worked:
- No more credit sales: Unlike offline buyers who demanded products on credit, online customers paid upfront.
- Faster scale: With WhatsApp and digital platforms, she could reach a larger customer base across different regions.
- Peace of mind: “Selling online gives me rest. The process is smoother, and I can focus on growth instead of chasing payments.”
- Stronger relationships: Her WhatsApp group created a loyal community, where customers not only bought but also referred others.
- Better visibility: Online promotion made it easier for her to showcase products consistently and attract new buyers beyond her immediate network.
- 24/7 availability: Unlike a physical shop with closing hours, her business could attract and process orders at any time of the day.
- Lower overhead costs: Running digitally meant she could cut expenses on things like rent, utilities, and excess staff while still expanding her reach.
- Data-driven decisions: Digital platforms gave her real-time insights into customer behavior, popular products, and sales trends, allowing her to make smarter business moves.
Beyond Transactions: Online Customer Care Lessons
Selling online often feels transactional. Items are delivered, problems are ignored, and customers are left feeling like just another order number. But Dr. Bello does things differently. Here are some lessons entrepreneurs can learn from her approach:
1. People before profit
For Dr. Bello, profit is important, but never at the expense of relationships. Referrals continue to be her strongest growth driver, and she works hard to maintain that trust.
“Even if it’s going to affect our profits, we don’t mind. I don’t want people to regret doing business with us. My aim is for them to come back again.”
2. Solve problems, don’t ignore them
Moving her business online meant she no longer had face-to-face contact with customers. To succeed, she became intentional about building trust, actively listening, and showing empathy through every digital interaction. Her approach is simple: be a solution-oriented entrepreneur.
“I always make sure that if there’s any problem, we solve it as quickly as possible.”
3. Go the extra mile
For Dr. Bello, the relationship doesn’t end once a customer pays. She goes beyond transactions, offering discounts, calling customers directly, and apologizing when necessary. These small but intentional acts build loyalty and turn one-time buyers into repeat clients.
4. Kindness is a business strategy
In a digital space where many businesses feel faceless, kindness is her differentiator. “Customers will always remember how you made them feel, leave a good impression.” She recalls a painful incident when a customer’s bag was stolen by a market carrier after delivery. Though it wasn’t her fault, Dr. Bello chose to respond with care. “When she ordered again, I gave her an extra quarter bag for free, just to let her know we care.”
5. Build relationships, not just sales
Her goal is to keep customers coming back and turn them into loyal advocates.
6. Promotions and Discounts
To attract and retain customers, she occasionally runs promotions or includes small free samples of other product varieties. This not only delights buyers but also introduces them to new products. Referrals now bring in many of her new clients.
7. Learn From Customer Feedback
For Dr. Bello, negative feedback has been an important teacher. “I always appreciate the negative parts of feedback because it makes me think and become more innovative.”
Dr. Bello’s journey shows that e-commerce in Africa isn’t just about selling products online. It’s about solving real problems, building trust, and creating lasting relationships. Her story is proof that with creativity, digital tools, and empathy, small businesses can scale far beyond their borders while keeping a human touch at the heart of it all.
If you’re wondering where to start, begin with your existing network just like she did, then pick one digital platform to amplify your reach. Most importantly, learn to build genuine relationships with your customers and practice empathy, because that’s what sustains growth.
"With creativity, digital tools, and empathy, small businesses can scale far beyond their borders while keeping a human touch at the heart of it all."
5 Steps to Start Selling Online
Have the right mindset
“You have to go there intentionally to make money. I’m not just going there to chat, to make new friends.” Treat your digital business as a serious venture from day one.
Be honest and transparent
“You have to be very honest, honest to the core, and transparent. There is no hide and seek if you want people to trust you.” Build trust with customers who don’t know you personally.
Start with your network
Begin with your existing connections. Use early customers as advocates to grow your reach. “Start with your network. I began with family and friends, then social media turned it into a business.”
Leverage AI tools and support
Don’t do everything alone. Utilize your team or even family to handle tasks like creating flyers, videos, or digital content, while you focus on strategy and sales. “Don’t do everything alone. My children are actively involved in my business, helping with flyers, videos, and digital content so I can focus on strategy and sales.”
Invest in learning and stay updated
“Anybody going online should be ready to learn, relearn, and learn more. AI has come to disrupt almost everything.” Continuous learning keeps your business relevant and competitive.
Her advice to women entrepreneurs: “Care for your customers, be adaptable, and don’t be afraid of the online space. It can give you peace of mind and open doors you never imagined.”
STAFF CORNER
Posting is not a strategy. To scale, you need to build a structure around your online marketing systems that helps you connect with customers, earn their trust, and sell with clarity. That’s where real digital growth begins.
Kele Mogotsi, AWEC Director of External Affairs
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